LG Debuts First Virtual Production Studio for Innovative Filming Experience
LG Electronics USA has unveiled its new in-house virtual production studio at its North American headquarters in Englewood Cliffs, N.J. This pioneering move in the consumer electronics industry aims to bolster content creation for LG's extensive product portfolios, while simultaneously reducing production costs and timescales.
The LG Virtual Production Studio is a collaborative effort between LG and its affiliate creative agency, HSAD. Chris Jung, President and CEO of LG Electronics North America, oversees all company divisions using the new space.
The studio integrates LG's own commercial LED display technology, creating a 1.5-pixel-pitch display that spans two walls. This cutting-edge technology, as seen in the LG MAGNIT Studio Series LBAG015 direct-view Micro LED displays, eliminates the need for costly and wasteful physical set production and the utilization of public indoor or outdoor spaces, reducing the impact of production on the environment.
The studio's technology enhances believability and adaptability, aiming to increase LG's content output, improve efficiency, and reduce costs. The fine pixel pitch of the Studio Series allows for cost savings because creative backgrounds and special effects can be displayed closer to cameras in this modestly-sized (about 1,000-square-foot) fixed-location studio.
The LG Virtual Production Studio reduces build times from days to hours for rapid content production. This speed is facilitated by the studio's collaboration with innovative partner technologies, including Megapixel's HELIOS LED Processing Platform and the Mo-Sys Camera Tracking Solutions/Server.
The HELIOS Platform from Megapixel allows multiple users to control colorimetry, tone mapping, gamut adjustments, and camera integration features in real time without the need for additional software. The facility also integrates LG's LED displays and controllers with Mo-Sys's XR (extended reality) products and systems to create a total solution for XR.
LG's leadership in OLED display technology, such as the LG OLED evo M5 series featuring Dolby Vision, Dolby Atmos, and AI Picture Pro, offers ultra-high picture quality and cinematic accuracy ideal for virtual production environments. These displays provide perfect black levels, colour fidelity, and colour volume, which are crucial for realistic virtual sets and immersive content creation.
Moreover, LG’s focus on wireless connectivity and smart features, as seen in their CreateBoard interactive displays and collaboration software, likely leverages seamless integration of smart displays, wireless sharing, and multi-device interaction for efficient content creation and management.
The studio's AI-enhanced tools, such as AI processors and AI concierge systems, are expected to improve visual processing, sound design, and workflow automation, elevating the efficiency and creative possibilities in content creation.
Future plans for the studio include episodic content and potential partnerships with other brands. This innovative venture underscores LG's commitment to meeting the evolving demands of modern virtual production environments and delivering superior image and sound quality, enhanced creative workflows, and operational efficiency for content creators.
- The LG Virtual Production Studio, a collaboration between LG and HSAD, is equipped with LG's LED display technology, such as the LG MAGNIT Studio Series, to create a 1.5-pixel-pitch display that spans two walls, eliminating the need for physical set production.
- Chris Jung, President and CEO of LG Electronics North America, oversees the studio, which aims to increase LG's content output, improve efficiency, and reduce costs.
- The studio's technology, including the HELIOS Platform from Megapixel and Mo-Sys Camera Tracking Solutions/Server, reduces build times from days to hours for rapid content production.
- LG's leadership in OLED display technology, like the LG OLED evo M5 series, offers ultra-high picture quality and cinematic accuracy ideal for virtual production environments.
- The studio also focuses on wireless connectivity and smart features, such as those seen in LG's CreateBoard interactive displays and collaboration software, for seamless integration of smart displays, wireless sharing, and multi-device interaction.
- Future plans for the studio include episodic content and potential partnerships with other brands, underscoring LG's commitment to delivering superior image and sound quality, enhanced creative workflows, and operational efficiency for content creators in the digital media production sector.
